The effect of ethnocentrism level of consumers on country of origin: A study with Chinese household appliances

The effect of consumers' ethnocentrism levels on the country of origin strongly influences their purchasing intentions. Therefore, it is very important for companies engaged in commercial activities with the import method in terms of supplying products and determining from which countries they should buy products and services. The socio-demographic characteristics of potential customers in the target market are important factors affecting the country of origin and consumer ethnocentrism. In addition, these demographic characteristics are closely related to ethnocentrism. This study aimed to investigate how the ethnocentrism levels of a selected group of Turkish consumers affect their intention to purchase Chinese home appliances. 360 consumers contributed to the implementation phase of the study. The data were analyzed in the light of the information provided by the participants with the help of a questionnaire. Factor analysis was applied for these data obtained with Cetscale and COO scales. In addition, Cronbach's Alpha values of each scale were examined. Afterwards, correlation and simple linear regression analyzes were applied for the hypotheses. Independent groups T-test and ANOVA test were also applied for sociodemographic characteristics. As a result of the study, it was determined that the hypotheses proposed at the beginning of the research were supported by the findings. While it is concluded that it is related to marital status, age and income level; It was found that it was not related to education status. Keywords: County of Origin, Chinese Household Appliances, Sociodemographic Attributes, Consumer Ethnocentrism.